Incorporate company mission in marketing messages and use data to build brand communities

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 19, 2020, 2:22 AM UTC

Have a community-based approach to connect with consumers beyond the transactional moment.

With the rapid growth of social media and digital devices, and people dictating how brands engage, marketers must build communities around their brands. To build a successful brand community, marketers must clearly define their brand’s mission and communicate its core values to guide internal teams, agencies, customers.

Leveraging consumer data can help brands gain valuable behavioural and “attitudinal” insights about their prospects and create engaging marketing campaigns. Use data from constructive feedback on the internet to co-create products, services and campaigns.

Companies must view their consumers as humans and create engaging experiences that are beyond transactional. Being empathetic, donating to the society and investing in communities is recommended to build long-term loyalty, increase customers’ lifetime value, and connect with audiences.

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